Research On Marketing Strategy And Implementation Effect Evaluation Of LY Mobile Company

In 2017,macroeconomic development is still in the new normal,regulatory policies overlap,industry competition is complicated,which brings greater challenges to the mobile communication industry.The implementation of the "network power" strategy and the landing of the "Internet" operation will accelerate the arrival of the digital age.This brings a rare opportunity for the mobile communication industry to expand new connections and realize a new growth.In the context of internet booster and reducing the fee,policy supervision and industry competition intensified.Customer reshuffle becomes the key to income enhancement and household product becomes a new point of revenue growth.The competition in the communication industry presents a new situation:the flow value operation,the penetration rate of 4G is limited,the increasing of customer revenue is difficult,the customer competition is intense.The unit price of the flow declines,from 8 RMB per G at the end of 2016 to 1 RMB per G,until the current unlimited products,the price war of 2018 will be more intense.In the face of such complex external environment and the fierce competition situation in the industry,how to design appropriate marketing strategies and establish long-term relationship between customers to improve the competitiveness of the company has become the most important proposition for the mobile communication industry.Firstly,close to the background of 4G era.on the basis of summarizing the research status at home and abroad,it expounds the basic theories of marketing,performance appraisal,PEST analysis and SWOT analysis.This lays a theoretical foundation for the study of the following chapters.Secondly,not only analyses the current situation of business development,but also deeply analyses the present marketing situation of LY combined with PEST analysis and SWOT analysis.The following problems are pointed out in the marketing process:the decline of market coping ability,the weakening of the 4G leading advantage,the gradual disappearance of the product advantage,the unreasonable pricing strategy and the uncontrollable marketing channels.Thirdly,in order to solve the above problems,this paper puts forward the product strategy,price strategy,channel strategy,promotion strategy and other marketing strategies.In addition,to ensure all kinds of marketing strategies can be implemented efficiently,it also puts forward salary guarantee measures.Through the combination of these marketing strategies,the marketing effect is improved and the problems mentioned above are solved.Finally,this paper verifies the rationality of marketing strategy by AHP model,and proves the effect of the marketing strategy through the improving of index data.It can be concluded that the marketing strategy proposed in this paper is feasible.